Nuts & Bolts - Direct Mail: Start Fundraising Planning Now
Hallmark Channel celebrated the holidays in July, beginning more than a week of themed movies on the Fourth. Many retailers offer "Christmas in July" sales. Fundraisers may think they have a break from preparations until closer to the days when donors feel more empathy for others or a deeper need to find a tax deduction. But they're wrong, according to Blackbaud's "2013 Charitable Giving Report."
Christine DeLooze's blog post on PODi Insights, titled "Start Planning Your Holiday Appeals Now," is actually dated July 10, 2014. However, the professionals she's urging to action work at marketing agencies and marketing vendors. She's telling them to reach out to fundraisers in order to get campaigns started, because Blackbaud's report contains some interesting statistics.
"The last three months of the year account for ... (33.6 percent) of charitable giving, with the highest percentage (17.5 percent) coming in December," DeLooze cites.
For most fundraisers, direct mail is the workhorse, confirms Rebecca Gregory Segovia.
"Direct mail ... delivers between 60 [percent] and 80 percent of total revenue," says the EVP of client strategy at Dallas-based fundraising agency Pursuant.
The Tray Way blog outlines tips for creating a successful direct mail campaign timeline:
- Develop creative to meet the campaign goal;
- Perform data hygiene on the donor list and ensure old donors join new ones;
- Get deliverables in early;
- Doublecheck the blueline and have approvals done 45 days before the send date; and
- Measure the responses.